Instagram has updated its wordmark for the time in a decade, giving one of the world’s most recognisable brands a typographic makeover.
The refreshed wordmark has replaced the familiar cursive lettering that was introduced as part of Instagram’s visual identity. It has retained the hand written characters that have become synonymous with the social media platform, but with a “sharper and more modern finish” according to Instagram head Adam Mosseri.
The new wordmark sits within a broader evolution of Instagram’s brand system. The tech company is also set to introduce updated versions of Instagram Sans — a new handwriting typeface — alongside two new typefaces, Instagram Pen — its built in drawing tool — and Instagram Mono — a new custom monospaced typeface.
Its distinctive pink, purple and yellow gradient remains however it will be used in a more restrained way. The broader brand evolution will rollout globally throughout 2026.
“The refreshed brand system puts our community’s creativity and self-expression front and center. It’s designed to spark courageous action and give people the confidence to create and show up as themselves, freely and fully,” said Meta director of brand design May Hartono.
“The new wordmark is bolder and simpler, with touches of unexpectedness. It cues individual expression, a personal voice, both of which have always been core to Instagram,” added Instagram director of product design Jasmine Probst.
In an industry obsessed with radical rebrands, Instagram’s approach is a much needed reminder that evolution can be just as effective as reinvention. After a decade, the social media platform decided it’s signature needed upgrading but not erasing.
